It has been quite a busy week for me, mentoring small business owners from early in the morning to late appointments, because time zones, right? I help moms starting a business as well as growing their business, and one of the most common questions I receive is on how to help with Facebook posts, especially for growing an audience.
I hear you and feel your pain, competing for space among 350 million photos that are uploaded every is hard! Even more, if you don’t have the budget to pay for advertisement.
I want to make your life a bit easier and share with you three tips for great Facebook posts that will get you closer to your clients’ feed.
It is about storytelling, not random posting.
Think of this: Every 20 Minutes, 1 million links are shared, 20 million friend requests are sent, and 3 million messages are sent. Wow! That’s a lot of competition, right? How can you stand out, besides your unique value proposition (remember your business plan)? Well, visualize your Facebook post as a story or a movie. Rely on images that convey the right message and write a blurb describing what your product or service is all about.
What is a blurb?
Essentially, a blurb is a short description of a product (usually a book or movie) written for promotional purposes. The purpose of the blurb is to create intrigue and caught the reader’s attention; typically, a blurb has no more than 200 words, however, for Facebook, you’ll need to use only 50 words or less, after that, your post will get the sad “read more” while your paragraph fades.
Yes, it is true, Facebook is a huge platform; 74% of its users visit the platform to check notifications daily, but did you know that approximately 1.4 billion users interact within their groups? Your potential customers might have liked so many similar pages, and they are waiting for you to show up in their feed.
Focus on creating great Facebook posts to seize their attention complying with the platform rules 80/20 regarding image/word ratio. Sure enough, you are thinking, “I already do that, and it doesn’t work.” Probably you need to look at posting as if you are creating a story, or a children’s book, with an image in mind for every paragraph.
Look at this image from a classic children’s book, “The Little Prince.” The image conveys a message and ignites a feeling, whichever it is, is there. I’m sure you will give it a thumbs up or a heart if it appears in your feed. But I’m all about classic books.
For something more down to business, I want you to see this ad from Udemy, that I got today in my feed.
In less than fifty words (20 to be exact), Udemy invites you to witness how good their courses are, how much they cost, and they even spike your interest with enticing images to click on. Looks good, right?
Now, let’s take a look at this other Facebook post:
Let’s break it down
- First, the topic has a target audience: Latinos, more specifically, Latina mamas. Every single mom in Latin America will relate to this post (you can see it in the reactions 12k).
- Second, the blurb simply uses emojis and a super popular keyword, “Walter Mercado,” an icon in the Latino community, who used to tell us our horoscopes with mucho amor (lots of love).
- Third, an image that is larger than usual interrupting my feed, yes, it caught my attention because of it.
The post combines the target audience (Latino) and niche (Latino moms), a high ranking keyword “Walter Mercado” and an image larger than usual that interrupts a feed.
Over 12k reactions, 739 comments, and 4.2 shares on Facebook that is what you want to have: engagement.
A different approach for small businesses
If you don’t have 100k followers as HipLatina does, well, you are like me. Working our social media to get clients, not only likes.
Now, let’s take a look at a different approach. This one is crossposted from Instagram. It had hearts and engagement in the comments, which was the goal of the post.
The target audience was small business and startups, the keyword used was working from home and mentoring, and the image describes a sense of exhaustion after a day of hard work.
The results? I had new followers and page likes, several mentoring requests, and one new client.
That is how storytelling works.
How to design great Facebook posts?
Engage your audience
Think about an image that will make your audience feel an emotion, could be funny, dramatic, or just an everyday thing, but it has to resonate and connect, like “yeah, that’s me!” or “ha! that happens a lot”, or “tell me about it, I live with that every day.”
Pay attention to the blurb! Remember that the first 20 words are what the audience reads first, then comes the sad “read more,” if you can’t make your audience curious about your offer, they’ll scroll you off, and you don’t want that. You want them to click on your post and make a comment, not only a reaction.
Educate your audience
Videos are the best to educate audiences, a 5-second clip to solve a common problem, or to let them know how to use your product. Sure enough, you already have it in your media files, search it out and edit it.
Don’t start with “how to….” Use keywords that resonate with your audience or that showcase what you sell. Use emojis or hashtags to invite the reader to pay attention to your blurb.
Excite your audience
Usually, this kind of posts have a specific target, announce a new product, a sale or promotion, or share a critical topic that matters to your community.
The rules regarding images and blurbs are precisely the same, with some considerations:
- Sales or promotions: you can use a post with an image, and the coupon/discount included (no blurb), only the link to your website.
- Important news for the community: Image, a blurb about why you think is important to the community and link to the source.
- New product or online class: Video previewing the product with a blurb of the benefit they will get by buying or taking the course, and a link to your website.
Now you have more ideas that work for designing great Facebook posts.